Is Instagram the choice of chefs? By Mark Morris

The  Staff Canteen

The Staff Canteen

Editor 2nd September 2016

Here at Cooking Towers we are always looking at where and what chefs are using as both a work and recreational tool. Often the lines are blurred between the two, if a chef creates an amazing dish and wants to share it, is this personal, or great marketing or both perhaps?

The Staff Canteen adopted Instagram early on, the app is so simple with limited functions, snap a picture and upload a picture. Most of the features are the filters and now in later versions the editing tools contrast, structure, warmth, saturation and more have been added. Everything you need with a half decent phone to create professional images to show off your great food snaps.

We began to see a number of very high profile chefs switch how they operated when sharing images from Twitter to Instagram, those included Tom Aikens - 35.9K followers, Sat Bains - 34.6K followers, Nathan Outlaw - 49.4K followers, Paul Cunningham - 28.8K followers and many, many more. This quickly influenced a number of other to follow suit.

Much has changed on Instagram, it's now owned by uber rich Facebook, who interestingly changed their wall layout to show images much larger, a direct result of the purchase. However, the popularity of the social network remains, so we decided to create a poll and ask the following question: "Chefs-when sharing images of your food, which social platform do you think works best?" We offered three choices Instagram, Facebook and Twitter, those who took part had to pick just one social network. We created a poll on Facebook within our page, and on the @CanteenTweets Twitter account, we used targeted ads on both, both adverts received the same investment, here are the results:

 

So despite the poll being carried out on Facebook and Twitter users of both felt that when sharing food pictures Instagram was their preferred platform. What does this tell us? For us it backs up our thoughts that as visual learners chefs are moving to Instagram very quickly. When we filmed Ashley Palmer-Watts at Dinner by Heston, I was really surprised when he said: "No one in Australia is using Twitter." Ok a sweeping statement, but an interesting point from his experience of chefs in the Dinner Melbourne kitchen. Twitter we know is struggling to draw in a newer and younger audience something Instagram is clearly achieving.

We've changed how we use Instagram, now only sharing the best images from the app Chef + on our Instagram feed something that chefs are keen to do as they are keen to be part of The Staff Canteen Instagram feed.

Our best advice to suppliers is open an Instagram account and get sharing, remember, don't "sale to chefs" but engage with them. Comment on their images, like them, add great images and use this as part of your approach to reach chefs.

Why not take advantage of our 73k Instagram followers perhaps and use that audience to target chefs?  

Contact our Senior Sales Manager, Jen Farrell

@TSCJen - you can also call 01202 612328 or email [email protected] 

>>> Watch a clip from one of our InstaTakeovers here

In these challenging times…

The Staff Canteen team are taking a different approach to keeping our website independent and delivering content free from commercial influence. Our Editorial team have a critical role to play in informing and supporting our audience in a balanced way. We would never put up a paywall and restrict access – The Staff Canteen is open to all and we want to keep bringing you the content you want; more from younger chefs, more on mental health, more tips and industry knowledge, more recipes and more videos. We need your support right now, more than ever, to keep The Staff Canteen active. Without your financial contributions this would not be possible.

Over the last 12 years, The Staff Canteen has built what has become the go-to platform for chefs and hospitality professionals. As members and visitors, your daily support has made The Staff Canteen what it is today. Our features and videos from the world’s biggest name chefs are something we are proud of. We have over 500,000 followers across Facebook, Twitter, Instagram, YouTube and other social channels, each connecting with chefs across the world. Our editorial and social media team are creating and delivering engaging content every day, to support you and the whole sector - we want to do more for you.

A single coffee is more than £2, a beer is £4.50 and a large glass of wine can be £6 or more.

Support The Staff Canteen from as little as £1 today. Thank you.

The  Staff Canteen

The Staff Canteen

Editor 2nd September 2016

Is Instagram the choice of chefs? By Mark Morris